This furthers my belief that the NBA never actually wanted a 44min game. If anything they looked around and realized they could get away with long games.

I don't know why they put on a show to try the 44 min game. I think if anything they wanted to gauge people's reaction to it to determine if they could get away with adding time. As we all recall the 44 min idea received unanimous negative feedback, thus paving the way to do a move like this... Which would help in the next TV deal.